Will Bing be Google’s King…?

Recently Microsoft Corporation and Yahoo! Announced that Microsoft’s Bing.com search engine would be taking over Yahoo’s search engine – thus creating in a single action a massive search engine – and some serious competition for Google.

What does this mean for you and your business, and how people find your site via search engines?

For Yahoo this is the final resignation that their search engine was not very good. For consumers and businesses, the removal of the Yahoo search algorithms is a very good thing. Yahoo’s results were unpredictable for businesses, and produced strange results for consumers. The emergence of Bing.com is interesting, as it appears to be modelled on the same (or similar) search algorithms as Google – and produces results of a similar quality. In addition – the Bing index seems to be updated with greater frequency than Google, which from a search engine marketeers point of view is an excellent thing.

Google remains the gold standard for search engine technology and quality of results – but with the agreement between Microsoft and Yahoo there is suddenly a second search engine in the market that will control around 30% of search results. Now here is the interesting twist – many internet users really like Yahoo for its content but dislike its search results. The Yahoo users would consume content from Yahoo, but use Google for searching. With the introduction of a quality search engine in the form of Bing’s algorithm, how many of those Yahoo users will now consume content from Yahoo and use Yahoo’s (Bing’s) search engine? If there was a steady increase in Yahoo users adopting the new Yahoo search engine – Google’s market share would begin to shrink.

Already there is some indication that Google’s strangle hold on the search engine market (the powerhouse for its flagship AdWords paid advertising system) is perhaps slipping – with its search engine market share slipping from 65.5% in March 2010 to 65.1% in April 2010.
For a long while, businesses and search engine marketeers have pretty much ignored Yahoo and Bing’s earlier incarnation, Live.com. Now, with the creation of a heavy weight in the form of the combined search volumes of these two organizations – and their ability to step out of Google’s shadow – it would be a fool who ignores 30% of all search volumes and a sophisticated and very current algorithm.

The first thing you should do is set up a Bing.com webmaster tool-kit account. This is very similar to Google’s webmaster tools – and will allow you to see how Bing.com views your site. The second thing you should do is check to see how you are ranked by Bing.com in the search engine results pages (SERPs). You may be surprised at where you are positioned and their SERPs. For both consumers and businesses the arrival of a serious competitor to Google is a good thing. As the amount of search traffic increases for Bing and the opposite happens for Google – businesses will be less reliant on a single source of traffic (which is what no business wants). When you look at where your traffic is coming from there should be a balance between search engine traffic and referred traffic – and within those two traffic pools there should be no one source that dominates the others. If you look at the statistics for your site and most of your traffic is coming from Google, it is time to make sure Bing can see you and likes you as well.

Free Website Analysis for Online Marketing Services